企业虚拟社区价值共创环境对成员竞优行为的影响——基于社会认知理论

Influence of Value Co-creation Environment on Jing-you Behavior in Enterprise Virtual Community:Based on Social Cognitive Theory

基于社会认知理论,实证分析了企业虚拟社区中环境因素(价值共创环境)、认知因素(自我效能感、外部激励感知)与成员竞优行为(探究行为和优良展示行为)三者间的关系。结果表明:价值共创环境对成员竞优行为、自我效能感和外部激励感知均有显著的正向影响;自我效能感正向影响成员竞优行为;外部激励感知正向影响探究行为;自我效能感在价值共创环境与成员竞优行为之间起部分中介作用;外部激励感知在其他成员价值共创与优良展示行为之间起部分中介作用。

Based on the social cognitive theory, this paper analyzes the relationship among environmental factors （value co creation environ ment） ,cognitive factors （self-efficacy,external incentive perception） and Jing you behavior （inquiry behavior and excellent display behavior）. The results show as follows：value co creation environment has a significant positive impact on Jing you behavior, self-efficacy perception and ex ternal incentive perception; self-efficacy perception has a positive impact on Jing you behavior;external incentive perception has a positive impact on excellent display behavior; self-efficacy plays a partial mediating role in the relationship between value co-creation environment and Jing you behavior;external incentive perception plays a partial mediating role in the relationship between value co creation environment and excellent dis play behavior.